This presentation discusses attractiveness analysis, which involves analyzing aggregate market factors, category factors, and the environment. Category factors examined include size, growth rate, stage in product life cycle, cyclicity, seasonality, and profits. The analysis also considers threats from new entrants, bargaining power of buyers and suppliers, category rivalry, substitutes, and category capacity. Political, economic, social, and technological factors are also assessed.

1. PRESENTATION ON
ATTRACTIVENESS
ANALYSIS
BY,
Mithisar
NIT SILCHAR

2.  Attractiveness analysis
 Aggregate Market factors.
 Category factors.
 Environmental analysis.

3.  Category size.
 Growth Rate.
 Stage in product Life Cycle.
 Cyclicity.
 Seasonality.
 Profits.

5.  Threat of new entrants.
 Bargaining power of buyers.
 Bargaining power of suppliers.
 Current category rivalry.
 Pressure from substitutes.
 Category capacity.

6.  Buyer has full information.
 Substitutes exist for the seller’s product or service.

7.  Suppliers are highly concentrated, that is ,
dominated by a few firms.
 There is no substitute for the product supplied.

8.  Political.
 Economic.
 Social.
 Technological.